People like visuals. By some estimates, photos get twice as many “likes” on Facebook as text links, and videos get shared 10 times as often as text. Video makes a great platform for storytelling. It’s visual, easy to grasp, and shareable. It brings your brand to life.
Don’t Forget Freytag
When it comes to using video for your storytelling, all the rules apply. Your video should have a clear beginning, middle, end with interesting characters, vivid details, tension, and a climax. Make the customer the hero. It’s easy when telling your brand story to make it all about you. Keep in mind your membership wants to know what’s in it for them.
Take a look at Wall and Chain, a recent video story from hospitality website Airbnb. The commercial recounts the tale of a WWII solider and the unique relationship he had with a soldier on the other side of the Berlin Wall. Airbnb released the spot to coincide with the 25th anniversary of the fall of the Berlin Wall.
The ad is touching, timely, and best of all true. Not to mention the story is an incredible coincidence (we should all be so lucky to uncover such an tale in our organization). It’s also very profound. In just over a minute, the animated spot addresses the long-lasting effects of war, the humanity and connectivity between two guards on opposite sides, and the power of family and travel.
Airbnb settled on a visual format to tell this important story, but they didn’t use video footage. Perhaps actual video wasn’t feasible. Or maybe they went wanted to convey some of the whimsy of travel or the fantastical nature of this heartwarming tale. Perhaps they wanted to take some of the edge off the harshness of war. Consider all possibilities for your brand story, from video testimonials to motion graphics. The big idea is to bring your story to life in a way your audience can’t ignore.
Storymaking and Storytelling
The Airbnb spot is a great example of the power of storymaking (insert LINK to Storymaking post) not just storytelling. The Airbnb brand made it possible for this incredible coincidence to occur, which led to the woman telling the story, which in turn led to the fabulous commercial we have today.
While you might not have such an incredible story of connection for your videos, you never know what you’ll uncover when you start digging in. Keep working to create spaces for stories to happen. Capture testimonials, feedback, and video footage if you can. Your membership will reward you with your own brand’s extraordinary tales of connection and inspiration.
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